Launched in January 2005, the Portman Guide engages its 150,000 high-value readers in an adult conversation about finance. Its straight-talking style makes sense of the complex and often contradictory advice found in the mainstream media and with contributors drawn from the Wall Street Journal, Economist and Financial Times, it has the credibility to deliver genuine financial advice. Treating our readers like grown-ups has delivered spectacular results: over the course of a year, The Portman Guide delivered average spontaneous recall of 42.5%, with 26.5% of recipients saying they were more likely to consider Portman for a financial product as a result of reading the magazine. Tracking of direct response proves that The Portman Guide delivers significant return on investment in product sales, far outweighing publishing costs.